These are exciting—and challenging—times for anyone who is responsible for developing, managing, and innovating consumer products. Why? Because digital technology is disrupting everything—the way we communicate with each other; the way we access, store, and share information; the way we purchase and interact with the products and services we use every day; and yes—even the way in which we actually pay for those products and services. Whether you like it or not, digital disruption is happening everywhere, it’s happening fast, and it’s accelerating.
Would you classify your marketing organization as "highly accountable"? What I mean is, are you always able to accurately measure the true business value of your marketing efforts, and do your senior leaders trust the results? If you're like most marketers, the honest answer to that question is a resounding "no". Proving the business value of multichannel marketing is getting progressively harder—and more important—because:
Traditional marketing measurement practices are rooted in stable but inflexible tactics that leave marketers ill-equipped to keep pace with the real time nature of channel digitization.
CFOs wield ever-more influence over marketing budgets, which is driving your CMO to lean harder on you to measure business results with scientific rigor.
Your customers are in control; uncertainty and unpredictability are the norm; and marketers that can't adapt appropriately are doomed to fail.
This is where you come in. I believe that Customer Intelligence professionals are remarkably well positioned to address these challenges head on, and improve marketing accountability across the enterprise. Why? Because you sit at the cross-section of unfettered access to mountains of customer data from a dizzying array of online and offline sources. "Big data" as the recent article data, data, everywhere in The Economist puts it, is big business. CI professionals are right in the middle of it all helping firms capture customer data, analyze it, measure business results, and act upon the findings.
In case you haven’t heard by now, Forrester just launched its new blog platform yesterday. Why bother you ask? Well, most importantly, we want to more easily allow you to follow individual analysts and streams of research that are most relevant to you. Here is what Cliff Condon, our guru of Forrester communities and blogs, has to say about the new platform. I urge you to please take a look around, and let me know what you think. Also, let me know what type of content and discussion you would like to see from the Customer Intelligence team in the near future.
Happy New Year! Okay, a bit late on that. However, I have some exciting news. I’m thrilled to announce the newest addition to Forrester’s Customer Intelligence (CI) team—Senior Analyst, Joe Stanhope. Joe starts on January 25, and he will be our go-to analyst for site optimization strategy, which includes coverage of Web analytics as well as online testing and targeting platforms.
About a year ago, I took over the management of what has become Forrester's Customer Intelligence (CI) team. In doing so, I've had the pleasure of working with Senior Analyst John Lovett, who joined the team after our acquisition of Jupiter Research last year. Regretfully, I must tell you that John has decided that it's time for a change of pace.